Understanding how memes work can make it much easier to both think about marketing and effectively design communications that are not only memorable, but also have gossip value—something people share with each other.
In today’s newsletter, we’re talking about fan culture. Music, movies, books, and products that become the subject of fandom are nothing more than the most effective memes of our culture.
What is interesting, however, is that fans take telegram advertising service themselves are now becoming increasingly important creators, who, by mixing, personalizing, and commenting on existing memes, drastically increase the reach of the original. This is especially important among Generation Z, where as many as 65% of fans themselves create some kind of content.
It seems like we are drifting towards a world where almost everyone will be a creator of some kind. The meme is the most important concept in this world.
Contents:
- Your fans are more important than you
- With a knife to the user: didactics according to Duolingo
- Quality without limits
- In crypto, spring will come in autumn
- Twitter vs. “advertising cartel”
- EC accuses X of violating the Digital Services Act
- Advertising in the service of the environment
- Benefits from petrochemicals
- Snap tests AR advertising potential
- Corporate Surrealism on Max Platform
- Shorts
- Weekly Tool
- Knowledge from the blog
Your fans are more important than you
The impact of your content on your brand’s success is less important than you might think. At least that’s what YouTube suggests in the latest edition of its annual Culture & Trend Report. The platform points out that fan-created content often outshines the brands themselves. If not in terms of quality, then in terms of reach and impact.
The study, prepared in collaboration with the Fandom Institute and SmithGeiger, provides interesting data on internet users. A whopping 85% of respondents aged 14–44 consider themselves fans of someone or something – including artists, internet creators and brands.
Fandom is particularly heated among the “Z” (14–24 years old). Only 42% of post-Millennials are “occasional” fans. The rest are “huge” fans (29%), “super” fans (21%) and “professional” fans (8%) – those who can turn their fan interests into profit.
The preference of the “Z” for niche content is also interesting. As many as 47% of respondents from this age group consider themselves fans of a person or thing that none of their friends know or support.
However, young people see themselves not only as fans, but also as creators. 65% of the “Zs” are considered to be the latter.
Finally, an important tip for brands: As many as 74% of post-millennials like it when brands respond to the preferences and fascinations of their audiences, interact with them or take them into account in their activities.
📰 Trend Watching
📰YouTube
With a knife to the user: didactics according to Duolingo
Duolingo has learned the lesson from YouTube’s report. The brand, which has perfected gamification, is eager to interact on its channels and is able to look at itself through the eyes of its users.
During an event organized by the Chinese social media and e-commerce platform Xiaohongshu, dedicated to promoting lifelong learning, Duolingo presented itself in an unusual version.
The owl mascot, the app’s icon and personification, chased event participants with a mock knife in its hand. The “game” referred to the bird’s role in the app, or rather, how it is perceived by its users.
The winged predator makes sure – often in a passive-aggressive manner – that users do not break their “streaks” and devote at least a few minutes every day to learning a foreign language.
Does it work? It works.
📰 Trend Watching
📰 Xiaohongshu
Quality without limits
The price for increasing quantity can be a decrease in quality. This pattern applies to content creation, among other things. Omnicom, an American advertising giant, noticed the problem and decided to solve it with – surprise – artificial intelligence.
The company has offered its clients a tool called ArtBotAI – a content creation management platform that has the potential to become the right hand of marketing directors. The robot enables the optimization of the process of creating large amounts of content without compromising quality.
– Brands want more and more personalized content, but agencies and available tools cannot cope with this demand. At some point, the creation process becomes too expensive and too slow, while the quality and effectiveness of the content decreases – says Paolo Yuvienco, CTO at Omnicom.
ArtBotAI integrates all of a client’s marketing assets, creating a coherent ecosystem that includes content, templates, martech, adtech and AI tools, as well as internal and external data.
The content platform is part of Omnicom’s broader strategy to implement artificial intelligence in every area of the company’s operations.
It is therefore possible that similar systems will soon begin to support sales, IT and management departments.
📰 Marketing Dive
In crypto, spring will come in autumn
In the crypto industry, seasons are governed by different rules. Winter in the cryptocurrency market lasted two years and is slowly passing. In March, Bitcoin reached ATH (all-time high, highest value) and despite later declines, it is growing again. Crypto companies are expecting a return to economic conditions and are starting to plan marketing expenses.
“The recent rise in cryptocurrency prices the charge of the strong will help boost advertising budgets in the second half of this year and next year,” Luke Stillman, an analyst at MAGNA Global, told DigiDay.com. The funds will primarily go to digital channels, primarily social media and video advertising.
Unless there is another unexpected collapse during the early spring.
📰 DigiDay
Twitter vs. “advertising cartel”
Elon Musk, the owner of X (ex-Twitter), has announced legal action against advertisers who have announced a boycott of his social network. These are companies associated with the Global Alliance for Responsible Media (GARM), an initiative aimed at preventing harmful content in digital media.
According to Ben Shapiro, a political commentator quoted by Musk in a post on his platform, “GARM operates like a cartel. Its members account for 90% of U.S. advertising spending, which is close to a trillion dollars. If you’re cut off from that revenue, it’s virtually impossible to run a business that relies on advertising.”
📰 Social Media Today
📰 X
EC accuses X of violating the Digital Services Act
X’s troubles don’t end there. The service has fallen foul of European regulators, who accuse it of violating the EU’s Digital Services Act (DSA). It imposes obligations on digital platforms and online markets regarding greater transparency, liability for illegal content, and protection of minors, and prohibits targeted advertising based on sensitive data.
According to the European Commission (EC), X, in its activities, violates the principles of advertising transparency, uses “dark patterns” and fails to comply with the provisions on access to data.
Elon Musk has already announced legal action against the EU. If he loses the legal battle, X could be fined up to 6% of global annual revenue and forced to implement changes imposed by the EC.
📰 The Drum
Advertising in the service of the environment
Advertising as a lever of trade? Not in this case.
London-based creative agency Good Agency, in collaboration with animation studio Blue Zoo and sound studio 750mph, have implemented an educational campaign drawing attention to the problems of our smaller brothers.
The project, under the slogan “We Campaign Because They Can’t”, consists of a series of funny-sad animations aimed at the younger data on generation. The videos, posted on Facebook and TikTok, show animal heroes fighting to defend their natural environment.
The campaign, aimed at raising awareness among young people about nature conservation issues, was commissioned by the Royal Society for the Protection of Birds.
Weekly Tool
Deciphering scribbles is no longer the exclusive domain of pharmacists. Microsoft has expanded the Copilot function in its OneNote virtual notebook (part of the Office suite) with an advanced OCR engine. It allows artificial intelligence (Copilot) to analyze and process handwritten text. If you ever find yourself unable to read your notes written in a state of psychomotor disorganization (or haste), Copilot will come to your aid .